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Read a model’s results

5 stepsUpdated 13 Oct 2026

Open the model from Trained Models. Its dashboard shows how well it fits, each channel’s ROI and recommendation, response curves and the best split of your current budget.

Before you start

Who can do this: Anyone at your agency
You need: A model that has finished training.
Availability: If enabled for your agency
Where in Orbit: Sidebar › Workspace › Marketing Mix Modeling

Steps

Tick a step’s number when it’s done. We’ll remember where you were.

Open Marketing Mix Modeling. Under Trained Models, pick a client in the All clients filter if you have several, then press the model.
Start with the summary cards: , Overall ROI, Total Spend and Total Revenue.
In , compare each channel’s ROI, Marginal ROI and Recommendation.
In , select channels to see how their return changes as spend rises.
Under 💰 Budget Optimization, read Optimal allocation at your current budget, or press Scenario planning to try a different budget.

When it worked

The dashboard opens with “MMM Dashboard:” and the client’s name at the top.

If something goes wrong

Orbit showsYour Marketing Mix Model is currently training. This typically takes 5-10 minutes.
Wait, then open it again from Trained Models once it’s listed there.
Orbit showsUnfortunately, the model training failed. Please try training a new model or contact support if the issue persists.
Train a new model for the client. If that fails too, email support.
Orbit showsModel not found or you don't have permission to view it.
Open it from Trained Models instead of an old link. Models belong to the agency that trained them.
Orbit showsBudget optimization isn't available for this model.
Press Run it in scenario planning and run the optimizer there.
There’s no Trained Models list.
It appears once at least one model has finished training. Models still training, or that failed, aren’t listed.

How it works

Explainer: The summary cards and Health score

The four cards at the top of a model’s dashboard say how well the model fits, and what marketing returned overall.

Summary cards
Card	What it shows
Model Accuracy	How well the model fits the data, as an R² percentage. Above 85%: “✅ Excellent fit”. Above 70%: “⚠️ Good fit”. Otherwise “❌ Needs improvement”.
Overall ROI	Return on ad spend across all channels, as in “Every $1 spent returns $2.40”.
Total Spend	Spend across all channels over the model’s dates.
Total Revenue	The return the model credits to marketing: each channel’s spend times its ROI, added up.
Health	Shown on Trained Models. A 0 to 100 score for how well training converged. 0 means it didn’t converge, so don’t rely on its results.

The dashboard’s footer lists the model’s Date Range, Observations, Channels and a short Model ID.

Explainer: Reading the channel table

Channel Performance Breakdown lists each channel’s spend, ROI and share of results, with a recommendation to scale up, maintain or reduce it.

Channel Performance Breakdown columns
Column	What it shows
Spend and % of Budget	What the channel spent over the model’s dates, and its share of all spend.
ROI (90% CI)	The channel’s average ROI, with a low and high figure underneath.
Marginal ROI	What the next dollar spent on the channel would return.
Revenue	The return the model credits to the channel.
Contribution	The channel’s share of the total return credited to marketing.
Uncertainty	How wide the ROI’s low-to-high spread is next to the ROI: 🟢 Low under 30%, 🟡 Medium under 60%, otherwise 🔴 High.
Scale Up	ROI above 2 and Marginal ROI above 1.5.
Reduce	ROI below 1, or Marginal ROI below 0.5.
Maintain	Every other channel.

Under the table, Channels to Scale, Channels to Maintain and Channels to Reduce count each recommendation.

Explainer: ROI, marginal ROI and response curves

Average ROI is what a channel has returned per dollar. Marginal ROI is what the next dollar would return. Response curves show how returns flatten as spend grows.

Orbit defines them on the dashboard: “Average ROI = Total return divided by total spend (historical performance)” and “Marginal ROI = Return from the next dollar spent (current efficiency)”.

A channel can have a high average ROI and a low marginal ROI. It has paid off so far, but extra spend there returns less.

Labels on the ROI and response curve charts
Label	When it shows
🚀 High Performers	ROI above 2.0x.
📈 Growth Potential	Marginal ROI above ROI, with ROI above 1.
⚠️ Needs Attention	ROI below 1, under the break-even line at 1.0x.
Opportunity! Room to scale	Doubling the channel’s spend would add more than 150% to its return.
Moderate efficiency - maintain	Doubling spend would add between 80% and 150%.
Diminishing returns - consider reallocating	Doubling spend would add less than 80%.

Each response curve plots Marketing Spend ($) against Incremental Revenue ($), with a dashed line at the channel’s current spend.
Under the chart, each channel shows “If you double spend:” and the change in return.

Explainer: Model statuses

A model is training, completed or failed. Only completed models are listed under Trained Models and in the Budget Optimizer.

Model statuses
Status	What you see	What to do
Training	“Model Training in Progress” and “Training Model...” on the model’s page.	Wait. Orbit says it “typically takes 5-10 minutes”.
Completed	Listed under Trained Models with its KPI, channel count and Health score.	Open it to see its dashboard.
Failed	“Training Failed” on the model’s page. Orbit doesn’t show the reason.	Train a new model, or contact support if it keeps failing.

Only one model can train per client at a time. Another client’s model can train alongside it.